Ogilvy Adds Puerto Rico Tourism

WASHINGTON, D.C., January 9—The Puerto Rican Tourism Company has named Ogilvy Public Relations Worldwide as its agency of record for a targeted campaign to stimulate travel to Puerto Rico. The account, believed to be worth around $1 million annually, had previously been handled by Ogilvy sister company Hill & Knowlton, prior to a recent change in administration.

The account will be based within Ogilvy PR’s marketing practice and managed from the Washington and New York offices, with senior vice president Bette Levin taking the lead. The main thrust of the campaign will involve “preserving and enhancing Puerto Rico’s brand identity as the foremost vacation destination in the Caribbean for U.S. travelers.” Ogilvy will also create communications program to showcase Puerto Rico’s rich diversity, culture and traditions.

The campaign will focus on key travel influencers, including aggressive outreach to travel trade and consumer magazines.

Ogilvy began working for then Governor-elect Sila Calderon in December of last year, handling issues including the U.S. Naval military exercises on Vieques and the governor’s anti-corruption platform. In June, the firm pitched and won the Puerto Rico Industrial Development Company for additional business, and the Puerto Rico Tourism Company without competitive pitch.